Advertising Age reported Cadillac has driven its account to a new White advertising agency, Publicis Worldwide. The luxury car brand has switched gears—in terms of switching its White agencies—a lot in recent years, with Publicis shops benefiting from the reassignments. The only thing that is constant is change. Except in the advertising industry, where change means constantly awarding accounts to generic White agencies within exclusive holding companies.
Cadillac Leaving Lowe for Publicis
Shop to Become Auto Brand’s New Global Creative Agency of Record
By Malika Toure
Cadillac has named Publicis Worldwide its new global agency of record, Ad Age has learned.
The decision comes less than two months after the dissolution of Interpublic Group of Cos.’ Rogue, which was created to handle Cadillac. The now-disbanded shop originally consisted of Lowe & Partners; Boston creative agency Hill Holliday and Detroit-based Campbell Ewald—the last of which has now merged with Lowe.
According to Kantar Media, Cadillac spent $280 million in measured media in 2013.
Lowe & Partners’ creative responsibilities will be moving to Publicis, according to executives familiar with the matter. The agency is still handling below-the-line work for the auto brand, including customer relationship management, though that may change as the account transitions over to Publicis.
Both Publicis and Lowe-Campbell Ewald declined to comment.
This is only one of the changes from the auto brand this year. First, Uwe Ellinghaus joined the company as CMO in January; later that month, the company changed its logo. Mr. Ellinghaus succeeded Don Butler, who had been in the position for nine months. In July, former Infiniti president Johan de Nysschen was appointed president at Cadillac. Most recently, the company announced its plan to move its headquarters to New York City’s SoHo neighborhood.
This is the latest in a number of agency shifts for Cadillac in recent years. Since ending its relationship with Publicis Groupe’s Leo Burnett in 2006 the company has worked with Modernista, Publicis’ BBH, Publicis’ Fallon and Rogue.